Porsche Korea CEO Mathias Busse will take charge of the German sports carmaker’s expanded Overseas region, covering key growth markets across Asia and the Middle East, while retaining his current role in Korea.
Busse will become Porsche AG’s regional lead for Overseas on Oct. 1, Porsche Korea said Thursday.
The appointment is part of a global sales overhaul that will reduce Porsche’s regional structure from five divisions to four. Germany will be folded into Europe, while North, Central and South America will be combined into a single Americas region.
Porsche’s global sales organization will consist of Europe, the Americas, China and Overseas, with Busse leading the last of the four.
The automaker is also eliminating centralized regional departments to give individual markets greater autonomy and speed up decision-making.
Busse, who has worked in the automotive industry for 25 years, previously headed Porsche Taiwan and Porsche Retail Hamburg. He became CEO of Porsche Korea in October 2024.
Under his leadership, Porsche Korea’s sales jumped 30 percent on-year to 10,746 vehicles in 2025, marking only the second time the company surpassed 10,000 annual sales.
The Korean unit has also accelerated its shift toward electrification. Electrified vehicles accounted for 66 percent of its sales in the first half of this year.
Busse has continued investing in Porsche Korea’s sales network, after-sales services and customer experience.
“Local market competitiveness is a key driver for Porsche’s continuous growth,” said Matthias Becker, Porsche AG executive board member for sales and marketing. He added that the reorganization would support more consistent execution of Porsche’s brand strategy worldwide.
Robert Ader, chair of the executive board at Porsche Deutschland, will lead Europe, while Porsche Cars North America CEO Timo Resch will oversee the Americas. Porsche China CEO Alexander Pollich will remain in charge of China.
hyejin2@heraldcorp.com
